REUSE came to life in 2007 when El Boutique rebranded MRC (Kuwait’s largest waste management company). Wanting to introduce the brand to the general public, they all saw it best to come up with a creative concept that doesn’t fall under the usual suspects. Taking the phrase “one man’s garbage is another man’s treasure” and illustrating it brought forth a movement in the world of recycling in Kuwait. Creating an idea to build an exhibition for their clients by inviting eight designers from different professional backgrounds to pick scrap from a certain area and to follow guidelines they’d been given. By doing so, they were to come up with designs and produce home-ware and accessories to be displayed and branded under the title, REUSE.

With small, yet very effective physical PSAs (Public Service Announcements) installed around the exhibition, people were made aware of the impact they have on the environment. Through the years, the number of participants grew, and the educational process cultivated into something magnificent. Showing people that everything can be “REUSEd,” unique, creative pieces fashioned purely from scrap were born, helping conserve the resources that are heavily exploited. Being a commercial endeavor, everything in the exhibition is up for sale. Selling most of the products at the exhibitions has proven that the demand for recycled goods is high. Due to its success, the project pushes to expand in every possible way, bringing in more initiative.

Strict guidelines ensure that everything featured is of the best quality and shows commitment to the project. Everyone is welcome to join in (if you have what it takes that is) and take part in the ever-so ambient, friendly and relaxed environment to make a difference in the world. Not only is this environmentally friendly, but it helps educate students and guide them through their first miniature business venture. By pitching ideas, getting them approved, seeking approval every step of the way and through managing costs and budgeting, students learn what it takes, first-hand, to run a production process in the business world. At the exhibition, they have to stand by their piece, market it to the masses and learn how to sell it.

Extremely exciting, everyone participating feels the thrill of watching their idea grow from a simple pitch all the way to the sale of their finished product. Through vigilant planning and execution, REUSE encourages people to rethink their personal lifestyles. With creating segments for the 4th chapter of REUSE, and with the hard work of individual project managers, this year’s exhibition will be even bigger than ever! The latest addition; “I Art Kuwait” segment, which REUSE hopes will make an appearance on the streets of Kuwait, and a go-kart race using scrap materials to build the cars (which run on batteries) is one of the many highly anticipated events at REUSE. Eighty students along with their professors are working on the cars, and hopefully they’ll be hosting a weekend race for the cars. Make sure to pencil in the dates of the exhibition, and who knows, you might get inspired to participate next year.

bazaar questionnaire:

What is your idea of perfect happiness?

Blue Skies, Fresh Air, Clear Waters, Green Grass , Good Vibes.

What is your greatest fear?

People are their own worst enemies and I fear they will be the sole victims of their own wrongdoings.

What is the trait you most deplore in yourself?

Dissatisfaction.

What is the trait you most deplore in others?

Indifference.

Which living person do you most admire?

If you aspire to grow and evolve I admire you.

What is your greatest extravagance?

Turning one man’s garbage into another man’s treasure.

Which words or phrases do you most overuse?

Social Responsibility.

When were you happiest?

Every night – when I dream a little dream.

Which talent would you most like to have?

To ability to wake people up from their slumber.

What would you consider your greatest achievement?

Radiating positive energy.

Where would you most like to live?

Destination Planet Earth – don’t take that away from me, not yet.

For more information on how to get involved log onto www.projectreuseme.com.